CrisisManagementUnit3 - Effective and transparent crisis...

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Effective and transparent crisis communication to internal and external stakeholders, the media, and the public is a crucial part of managing any crisis (Crandall, Parnell, & Spillan, 2013). The way an organization portrays itself to the public during tough times can often make or break public trust for that company. The person representing the company must ensure that information is relayed calmly, empathetically, and quickly to smoothly transition through the crisis lifecycle. Quickly responding to a crisis become even more crucial when a company uses social media. The introduction of social media has significantly decreased the amount of time a company has to react to a crisis (Crandall, et al., 2015). While it can aid a company in getting news out more quickly to stakeholders, it can also be quite complex, and sometimes damning to a company (Dougherty, 2015). For that reason, it must be monitored closely. The crisis management team will have to decide how quickly they will publicly address the issue, and how integrated they will be in the process, especially when planning for Social Media communications (Crandall et al., 2013). Social Media acknowledgement of the crisis should often be done within hours of the emergency, at most. Other questions might include: How often should the company update the public? Should the company be passive about the news, or should they interact with media and the public through their social media sites? It is important to incorporate crisis communication processes, including a social media plan, into the overall crisis management plan so that the company has a strategy in place for every facet of communication during the emergency. References: Crandall, W, Parnell, J. & Spillan, J. (2013). Crisis Management In The New Strategic Landscape. Thousand Oaks, CA: Savant Learning Systems. Retrieved on April 25, 2016 from https://www.betheluniversityonline.net/cps/Section Framework.aspx?SectionID=1253 Dougherty, J. (2015, June 8). 6 social media “musts” for crisis communication. Retrieved from http://www.cision.com/us/2015/06/6-social-media-musts-for-crisis-communication/ 1) In 2011, Taco Bell did something shocking amidst rumors and a lawsuit stating that their meat mixture was more filler than beef (Crandall, Parnell, & Spillan, 2013). They told everyone thank you. This unorthodox and fast marketing response was thanks to the Crisis Management Team that was already in place at Taco bell. The lawsuit, filed by an Alabama law firm, threatened Taco Bell’s reputation and could have been a social media disaster had it not been for their ability to think outside the box. Following the suit, Taco Bell acted swiftly (Crandall et al., 2013). They immediately ran full page ads in several national newspapers thanking the filers of the suit, which publicly acknowledged
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the crisis and also allowed them to tell their side of the story. The Crisis Management Team also fully utilized the internet in their battle. A YouTube video of President Creed was posted, which was created to essentially explain what ingredients are in their meat mixture. They used search
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